Diploma Thesis from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,3 (B), University of Amsterdam (University of Economic, FHW Berlin &), language: English, abstract: As Philip Kotler wrote in his Principles of Marketing no book is the work only of the author,it is also not only my thesis. Of course it was me who read the books, who asked thequestions, and who wrote the lines. But without the Friedrich Naumann Foundation, whichsupported me right from the beginning in October 2001 when my scholarship started, with theopportunities to do these marvellous internships in the Regional Offices of New Delhi, India,and Johannesburg, RSA, I might have written about another subject or in another way withother arguments. Thanks to the pleasant and kind employees of the Friedrich Naumann Foundation, the liberalpartners of the Friedrich Naumann Foundation such as the Liberal Institute of India, the FreeMarket Foundation of South Africa, the International Policy Network, and the members of theMont Pelerin Society. I wish to thank all of you for incredible talks, visions and the permanentinterchange of ideas. Finally, I would also like to thank Miss Demirtas and Miss Olayinka, MrOtto and Mr Knipping who helped correcting this thesis.
